First, the summary of market dynamics
1. Monthly dynamics: The attention of homestays has skyrocketed, and rural revitalization and development are hot
Qixi Country House bookings increased by more than 3 times, Yunnan, Shandong and Guangxi were the hottest: the number of bookings for Jidu Holiday Farm ushered in more than 2-fold increase, of which Henan Linzhou, Jiyuan and Guizhou Wumeng were the most popular options, and Xinjiang Hemu's Carry Degree Holiday Farm was sold out a week in advance.
National Homestay Rescue Fund Prepares to Establish: The China Tourism Association is preparing to establish a National Homestay Rescue Fund to scientifically revise or formulate homestay standards that meet regional characteristics on a regional basis, and build a regional homestay brand. By enhancing the ability of the homestay industry to resist risks, we will launch more abundant exclusive insurance for the homestay industry as soon as possible.
2023 "Digital Magnolia" Homestay Butler Public Welfare Training Launched: The 2023 "Digital Magnolia" Homestay Butler Training Program jointly initiated by the Department of Market Management of the Ministry of Culture and Tourism and Zhejiang Ant Public Welfare Foundation was officially launched. The project will carry out free training for rural women who are willing to work in the homestay industry, help rural areas cultivate homestay service talents, and promote the development of rural cultural tourism industry while helping employment.
2. Brand opening signing: mid-range and mid-to-high-end hotels continue to make efforts
Brand hotel openings: According to incomplete statistics from Maidian Research Institute, 173 new hotels were opened in August 2023, spanning all categories. In terms of hotel types, mid-range hotels are the most, with 56; followed by mid-to-high-end hotels, with 55; Economy hotels ranked third with 27; Then there are 12 domestic high-end hotels, 10 boutique B&Bs, 6 international high-end hotels, 5 light and mid-range hotels, and 2 luxury hotels.
Hotel brand signing: According to incomplete statistics from Maidian Research Institute, 135 new projects were signed in the Chinese hotel market in August 2023. In terms of brand type, 37 mid-range hotels signed contracts, 27 economy hotels signed contracts, 23 boutique homestays, 21 mid-to-high-end hotels, 19 light and mid-range hotels, 7 domestic high-end hotels and 1 international high-end hotel.
Hotel appointments: According to incomplete statistics from Maidian Research Institute, a total of 35 senior executives took up new positions in August 2023, including several hotel groups such as Rosewood Hotel Group, Jin Jiang Hotels and AccorHotels Corporation, as well as luxury and high-end hotel brands.
3. Brand expansion update: the amount of strategic cooperation has increased, and the amount of market expansion has declined
Hotel strategic cooperation: China Duty Free Group and InterContinental Hotels Group have reached in-depth cooperation, based on Hainan, a popular tourism and duty-free consumption market, to create double privileges for global travelers, and radiate the international tourism market from Hainan as a starting point to develop a new one-stop "duty-free shopping + preferential stay" new journey. Amadeus has entered into a strategic partnership with Meituan, and hoteliers using iHotelier Channel Management will be able to connect directly to Meituan to open up their listings to new Chinese travelers through its availability, rates and inventory, giving Meituan users access to brand new hotel content around the world.
Market expansion: SODIC, Egypt's leading real estate developer, in partnership with Nobu Hospitality, a world-renowned luxury lifestyle brand, announced plans to fully expand the Nobu brand in Egypt, including the development of luxury hotels, branded residences and iconic Nobu restaurants.
4. Hotel asset transactions: Both the total number of auctions and the high auction price declined
According to incomplete statistics from Maidian Research Institute, in August 2023, a total of 26 hotels were auctioned, including 5 hotels with an auction price of more than 100 million yuan, 7 hotels with an auction price of 50 million yuan to 100 million yuan, and 13 hotels with an auction price of less than 50 million yuan.
5. Enterprise revenue: the net profit of Jin Jiang Hotel in the half year increased by 550.76% year-on-year
In August, a total of 11 hotel groups released half-year financial report data, except for select international hotels in this quarter net profit fell to a certain extent year-on-year, the rest of the hotel revenue and net profit showed a year-on-year growth trend, which shows that the summer tourism recovery in 2023 is obvious, especially Jin Jiang Hotel, the half-year net profit growth rate is as high as 550.76%.
2. This month's top 100 list
The following is the "Top 100 Hotel Brand Influence List in August 2023" exclusively released by Maidian Research Institute. This month, Vienna Hotel, Lavande Hotel, Hilton Hotel, Atour Hotel, Jin Jiang Hotel, Intercontinental Hotel, Joy Hotel, Hampton by Hilton, Homeinns Hotel, 7 Days Inn entered the top 10 of the list, in this month's top 100 list, a total of 46 brands rose month-on-month, the amount decreased by 20.69% month-on-month, 51 brands decreased month-on-month, the amount increased by 24.39% month-on-month, and the ranking of 3 brands did not change.
Third, the brand segmentation list
1. Distribution of hotel brand types
In the type list in August 2023, from the perspective of the number of brands, mid-range hotels, economy hotels, boutique B&Bs, and light and mid-range hotels have increased, among which the growth amount of mid-range hotels is the most prominent, up to 10, and the rest are around 2~4. From the average value of the brand index, all types of hotels showed an upward trend month-on-month, namely luxury hotels (14.16), international high-end hotels (7.68), domestic high-end hotels (2.13), mid-to-high-end hotels (2.10), economy hotels (2.00), mid-range hotels (1.65), light and mid-range hotels (1.23), boutique B&Bs (0.44), which indicates that from the analysis of type dimension this month, the importance of industry brands is increasing, especially luxury hotels and international high-end hotels.
1) Hotel type distribution and brand index
2) Hotel type breakdown list
2. Regional distribution of hotel brands
In the regional list in August 2023, from the perspective of the number of brands, East China increased by a total of 11 this month, up 2.70% month-on-month, the largest increase this month, and the degree of change in other regions was not obvious, fluctuating between -2~2. In terms of the average brand index, the growth amount of global brands (9.90) ranked first this month, nearly three times the growth amount of the second ranked national brand (3.98), which shows that global hotel brands attach great importance in the brand development sector.
1) Hotel regional distribution and brand index
2) Hotel area segmentation list
3. Hotel brand theme distribution
In the theme list in August 2023, from the perspective of the number of brands, each brand has not changed much, all of which are between -2~2, among which e-sports hotels, personalized hotels, aesthetic hotels, and trendy hotels have increased in amount, and business hotels, resort hotels, lifestyle hotels, designer hotels, social hotels, and movie hotels have decreased in amount. From the average value of the brand index, except for the obvious decline in the amount of movie hotels (-3.81), the rest are all growth, among which personalized hotels (7.08), business hotels (6.71), and Chao brand hotels (5.32) increased significantly.
1) Hotel theme distribution and brand index
2) Hotel theme sub-list
4. Brand index segmentation
1. Brand index analysis
After three consecutive months of downward trend, the Top 100 list and the overall hotel brand index showed an upward trend again, with the average value of the TOP100 brand index being 375.55, up 7.08% month-on-month; The average value of the overall hotel brand index was 167.17, up 1.51% month-on-month. The data shows that August, the second month of the summer travel boom, has had a knock-on impact on the brand promotion of major hotels, especially those that consumers are familiar with.
2. Brand index dimension analysis
1) Search for indices
From the average search index, the average value of the overall hotel brand search index this month was 2.75, unchanged from the previous month. According to the monitoring of Maidian Research Institute, the top ten potential customers of wine tourism this month are Hampton by Hilton Hotel, Jin Jiang Hotel, Zhefeng Hotel, Country Inn & Suites by Radisson, Lavande Hotel, Vienna Hotel, Wanxin Zhige Hotel, Chaoman Hotel, 7 Days Hotel and Atour Hotel. Among them, Joy Hotel grew the fastest month-on-month, with 275.32%, which is mainly related to its 10th anniversary activities.
2) Media Index
From the average value of the media index, the average value of the overall hotel brand media index this month was 6.43, an increase of 25.34% from the previous month, the largest growth in the four dimensions. From the perspective of hotel brand media performance, Jin Jiang Hotel, InterContinental Hotel, Wanda Meihua Hotel, Hilton Hotel, Wanda Yuehua Hotel, Marriott Hotel, Sheraton Hotel, Wanda Yihua Hotel, Wanda Mandarin Hotel, and Holiday Inn ranked among the top 10, of which Sheraton Hotel and Holiday Inn were the new top 10, with a month-on-month increase of 47.74% and 50.96% respectively.
3) Review index
From the average value of the review index, the average review index of all hotel brands this month was 152.71, an increase of 0.27% from the previous month. The top 10 hotel brands in this month's review index are Atour Hotel, Lavande Hotel, JI Hotel, Orange Hotel, Vienna International Hotel, Joy Hotel, Vienna Hotel, Echarm Hotel, City Convenience Hotel, and Jinjiang Inn, of which Echarm Hotel has the highest month-on-month growth of 1.09%, which will become a favorable competitive advantage for other hotel brands with less significant review growth.
4) Operating index
From the average operation index, the average value of the overall hotel operation index this month was 5.27, up 17.11% month-on-month. The top 10 hotel brands in the August Operating Index were Ramada Hotels, Hyatt Regency Hotels, Vienna Hotels, Lavande Hotel, New Century Mingdu Hotel, Radisson Blu Hotel, Holiday Inn Express, Four Seasons Hotel, Crowne Plaza and DoubleTree by Hilton Hotel. Among them, New Century Mingdu Hotel occupies the first place with a month-on-month increase of 309.76%, which is closely related to the New Century Grand Hotel Taishan Tianping Lake opened on August 26.